ADV 114

Introduction to Advertising

Lecture 1- Intro
2021
This is an introductory course.
You will have a general knowledge of the fundamentals of advertising and
understand the way advertising business works.

At the end of the course you will

 familiarize with the basic concepts and terminology used in the field
 learn how advertising agencies are organized and how they function
 understand how advertising campaigns are planned and executed
 be able to assess basic advertising creativity processes
 evaluate agency-advertiser relationship
 understand the role of advertising in marketing communication
Introduction and Course Overview
(today)
A general view of what advertising is.
Players of Advertising
Agencies and their functions. How
advertising agencies are organized and
operate. Current trends in the way
agencies work.
The origins of modern advertising
(brief history)
Advertising from the perspective of a
pioneer: David Ogilvy
Advertising from the perspective of a
master: John Hegarty
Consumer Insight & Account Planning &
Creative Brief
Creative Strategies
How advertising people get organized in
Turkey and abroad. Awards, conventions,
festivals, educational institutions.
Student Presentations – last three weeks
(Weeks - 27 Dec, 3 Jan, 10 Jan)
What is new about Starbucks?
 This is about story-telling.
They tell their story.
Advertising tells stories.

Starbucks: The First 50 Years Documentary

FACTS TELL, STORIES SELL
Advertising is about story-telling. (by words, by images, in every medium)

Telling stories is so powerful in advertising.

Stories are the most effective way to convey a message.

They relate the message with the audience, and make it remembered.
People think in stories, not statistics, and adpeople need to be master
storytellers.
Great stories have greater opportunity to differentiate in the market.
Among other reasons, story does not invite debate. Unlike the
presentation of facts, listeners do not debate stories.
RELAX, IT’S IPHONE
Originally Published on Mar 12, 2021

Original Description: iPhone 12. More spill and splash resistant than
ever. Ceramic Shield, tougher than any smartphone glass.
Relax, it’s iPhone.
 What will happen next?

https://www.youtube.com/watch?v=TSzeNKmbplw&ab_channel=BrandWeekIstanbul
HTTP://KRISTALELMA.ORG.TR

Follow this account!

12 October – 8 November
sergi.gmk.org.tr
 WHAT IS THE MESSAGE?

WHAT IS THE INSIGHT?

It's worth to dress stylish every day.

Gone are the days of staying in homes where comfortable and
shabby clothes are preferred.
Now, there is no need to create a special occasion to dress beautifully
/ stylishly.
Let’s see one more ad
before we leave today ☺
https://www.youtube.com/watch?time_continue=1&v=qtn8Tyltna8
https://www.youtube.com/watch?v=dOHijJVvJzM